Wieden+Kennedy India creates campaign for Whistle
The film makes a case for correcting teeth imperfections that can dent confidence and cause communication issues
Whistle, a cosmetic dentistry brand, in partnership with Clove, a renowned dental chain, ventured into the domain of invisible aligners this September. Wieden+Kennedy India has created a film that addresses how Whistle can assist in addressing teeth imperfections, which often result in embarrassment and a dent in confidence.
The narrative revolves around an individual striving to navigate daily tasks but facing challenges due to this unique issue. W+K is also behind the brand name, baseline and the new brand/visual identity which will pan out at different touch points along this film campaign Commenting on the Campaign, Amar Singh, Chariman and CEO Clove Dental “Explaining the need and benefits of a new product in a new category is a challenging job. W+K team understood the product and researched consumer needs and developed a great campaign”.
Santosh Padhi (Paddy) Chief Creative Officer of W+K “The idea was born out of a human insight/truth, people who don’t have seemingly perfect teeth, tend to be introverts with minimal participation in conversations as they feel embarrassed. We decided to celebrate this problem in a cheeky memorable way, just the way young folks like it. Icing on the cake is the music for the campaign which was created with a small little instrument called “Morchang”, which is played with teeth, originally a discovery of folk music of Rajasthan region.”
